IAB releases measurement guidelines

Published on September 18, 1997.

The Internet Advertising Bureau's Media Measurement Task Force on Sept. 16 released guidelines for the measurement of comparable online ad data. The report, titled "Metrics & Methodology," defines a set of media metrics for online media. When implemented by Web sites and measurement companies, the guidelines are expected to give advertisers comparable data to help them make media buying decisions across Web sites, the IAB said.